It all started when restaurant manager Lars Erik Vesterdal was working as a chef in Beijing in China. While preparing a large meal for a group of Noble Prize winners, Vesterdal was blown away by the quality of the imported Norwegian fish he was handling. “It was probably the best fish I had seen in my entire life. The quality was amazing, and much of it came from the Norwegian region of Trøndelag – from back home. I started wondering why the Norwegian fish was better in China than where it originally came from,” Vesterdal recalls.